Click to WhatsApp Ads is a feature that allows ads on Facebook and Instagram to automatically direct a conversation within the app. This facilitates a more interactive approach with the user, especially if your chatbot has a specific flow for the campaign of origin of the users. Click to WhatsApp Dashboards is Botmaker's product that allows you to analyze the performance of CTWA advertising campaigns.

Estimated reading time: 05 minutes.

What is Click to WhatsApp Ads and how do Click to WhatsApp Dashboards work on the Botmaker platform?

Click to WhatsApp Ads is a call-to-action button in your Facebook and Instagram ads that, when clicked, opens a conversation with your company's WhatsApp number to talk to a customer service agent or a chatbot. For more information about Ads, you can consult Meta's official documentation.

‍To use Click to WhatsApp Dashboards, you need to have an ad account and designate Botmaker as a partner, which will give you access to the following reports:

• Meta's ad account overview: Allows you to have an overview of your account's performance as a whole. It shows Meta's metrics and insights, as well as Botmaker's metrics (number of conversations generated and conversions within chatbots).
• Viewing and comparing metrics over various time periods.
• Granular campaign details, including the same metrics mentioned above, but specified by campaign.
• Overall performance of each campaign.
• Granular performance details by ad, including spending, ROI, conversations, and conversions.
• Ads' relation to user journeys, including a Sankey diagram for an overall view of all existing journeys per campaign.
• Creation of conversion funnels to detect possible improvements in conversational flows.

As important information, we highlight that you do not need to configure the feature, as when it is active, it discovers, detects, and generates all metrics and visualizations automatically. If you need more detailed metrics, you can customize conversion events and generate your own funnels.

Some visualizations of overall performance: using these charts, you can compare metrics and time series for the entire business account.

1) Date filter

This date selector influences the entire dashboard and allows you to select the most used periods or specify custom intervals up to 36 months (Meta's limit).

2) Metrics table divided by campaign

Through this table, it is possible to compare campaigns with each other. By clicking on "View details", you can access the campaign analysis dashboard.

3) Campaign analysis dashboard

This dashboard has an initial visualization with the total campaign metrics in time series format, which allows metrics to be visually compared.

4)Table of metrics divided by ads

Within a campaign, it is possible to have different ads. Here, you can compare your metrics, conduct searches, and customize the table. Additionally, you can preview the selected ad.

5) Journeys, conversations, and funnels

This first visualization shows all journeys whose origins correspond to an Ad Referral (which presents people who clicked on a CTWA ad and started a conversation with the bot). This visualization is in Sankey format, which is a specific type of diagram for representing information and provides an overview of all the journeys of that campaign.

Further down, you will find a table showing some metrics about these journeys. From there, you can see samples of the conversations that took place on those days, and it is also possible to automatically generate conversion funnels to analyze each journey in detail.

Journeys and funnels are composed of steps or events, reflecting each customer interaction in their conversation with the chatbot. These steps are equivalent to the blocks created in Bot Designer.

How is the integration of Click to WhatsApp Dashboards done on the Botmaker platform?

To complete the integration, you should contact the support team or your account manager, who will guide you through Meta's Business Manager to grant the necessary permissions.

As a first step, you should access your Business Manager. Then, in the Assets > Advertising Accounts > Add Partner section, your account manager will add Botmaker as a partner and grant read-only permissions.

With Botmaker's Click to WhatsApp Dashboards, you will be able to analyze the metrics and performance of CTWA advertising campaigns conveniently and efficiently. This will result in better decision-making based on specific and detailed data and help you increase user conversion and improve the user experience.

Written by: Botmaker Team

Updated: 8/11/2023